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Segmentation

Posted by Mike McKinnon on
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Seth Godin points us to what he calls the "the promiscuity paradox". His post highlights the importance of segmentation. When trying to sell or promote anything, the more finely tuned your target audience is; the more successful you will be. Segmentation allows you to craft a compelling and targeted message to your audience.

I received two credit card offers in the mail the other day. One was an obvious generic promotions letter. The other one was highly targeted and mentioned several pertinent things about me. Not only did I read the entire second letter, I also felt like the company that had sent me the letter was more professional and of higher quality than the company that had sent the generic letter. Had I wanted a credit card, there was no doubt in my mind which card I would have applied for.

Be the best you can be to a targeted segment; let them rave about you.

[tags] Seth Godin, segmentation, marketing [/tags]



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